Rumors

This is an interesting article on recent scientific studies about rumors, where people won't shut the heck up about stuff that's not their business.  The best way to fight a rumor?  Don't ignore, don't deny, rather correct.

Rumors, it turns out, are driven by real curiosity and the desire to know more information. Even negative rumors aren't just scurrilous or prurient - they often serve as glue for people's social networks. And although it seems counterintuitive, these facts about rumor suggest that, often, the best way to help stem a rumor is to spread it. The idea of "not dignifying a rumor with a response" reflects a deep misunderstanding of what rumors are, how they are fueled, and what purposes they serve in society.

Link.